Rattling in the Drum: Miele Celebrates 125 Years with Innovations
- nicole34197
- Jan 26
- 2 min read
At IFA 2024 (the world's largest trade show for consumer electronics and home appliances), Miele presented its latest premium washing machine with an 'InfinityCare honeycomb drum' last week. Wow. Or at least. Is it wow?
'InfinityCare honeycomb drum'. It sounds a bit vague but not particularly technical. The feature's name suggests 'infinite care and a honeycomb drum'. I suddenly wonder: what does the inside of my washing machine actually look like? Not a honeycomb I think, more like a grater? 😊
Anyway, after reading up on it a bit more, I discover that Miele has redesigned the washing machine drum by making the inside smoother. No ribs but a honeycomb structure. Sounds at least gentler on your clothes.
In their press release from September 4th, it states that it was long thought the ribs were essential for guiding and mixing the laundry in the drum, preventing the clothes from just sitting in the water. However, these ribs also caused more mechanical stress on the laundry. For the new design with the smoother drum, "a special rotation rhythm has been developed whereby the laundry is effectively tumbled with carefully balanced swinging movements."
I'll take your word for it, Miele. Because honestly – I wouldn't know.
Premium is the New Normal
It makes me curious and concerned at the same time. Because washing machines are often already (ridiculously) expensive and new features like this InfinityCare will probably add even more to the price tag.
Moreover, it seems like all innovations in household appliances are becoming very premium. Look at the Dyson Airwrap hairdryer. Just styling your hair for €400. Yikes! Now I don't have that fantastic hair you can do much with myself, so my Braun Satin Hair 3 from over 5 years ago (€45, still available) does the job just fine. Unfortunately, I did cave for my daughter (13) who really wanted an Air Wrap hairdryer for her birthday. At first I thought: NO WAY! But somewhere along the line I took the exit that said that gift was a good idea. And not the Dyson version but the Nevada one (never heard of it) for €249. But still! Two hundred and fifty euros for a hairdryer for a thirteen-year-old girl. No idea what possessed me, and I have to chuckle when she keeps confiscating my cheapo Braun Satin Hair 3 anyway and I occasionally sneak her fancy hairdryer.
Reduce, Reuse, and Recycle is Also Innovation
But anyway, the point I want to make is that innovation is great, but sometimes the old stuff can still hold its own. I'm also pleased by what I read about Miele's sustainability initiatives.
In a pilot project, for example, Miele is working with a partner in the Netherlands to sell refurbished washing machines. In another project taking place in five different countries, Miele is testing how consumers feel about using refurbished electronic components for repairs, as an alternative to new parts. The initial results are promising: more than 80 percent of approximately 1,000 respondents in Germany are already considering refurbished parts for their household appliances.
This is where we all need to be heading: valuing and applying the old and good where possible. And okay, occasionally going a bit overboard is allowed – I forgive you.
Marjolein van Ballegooij
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